integrated mkting communication.ppt

Objectives The Communications Process Developing Effective Communications Deciding on the Marketing Communications Mix Managing and Coordinating Integrated Marketing Communications The Marketing Communications Mix Message Problems * ?2000 Prentice Hall * Advertising Personal Selling Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Sales Promotion Short-term Incentives to Encourage Trial or Purchase. Public Relations Direct Marketing Direct Communications With Individuals to Obtain an Immediate Response. Protect and/or Promote Company’s Image/products. Personal Presentations. Elements in the Communication Process SENDER Encoding Decoding RECEIVER Media Message Feedback Response Noise Selective Attention Selective Distortion Selective Retention Effective Communications Step 1. Identifying the Target Audience Purchase Conviction Preference Liking Knowledge Awareness Step 2. Determining the Communication Objectives Buyer Readiness Stages Response Hierarchy Models Communi- cations Model d AIDA Model a Innovation- Adoption Model c Hierarchy-of- Effects Model b Stages Cognitive stage Affective stage Behavior stage Awareness Trial Adoption Interest Evaluation Purchase Liking Preference Conviction Awareness Knowlege Attention Interest Desire Action Behavior Attitude Intention Exposure Reception Cognitive response Step 3. Designing the Message Message Source Expertise, Trustworthiness, Congruity Message Format Layout, Words, Sounds, Body Language Message Structure Draw Conclusions Argument Type Argument Order Message Content Rational Appeals Emotional Appeals Moral Appeals Step 4. Select Communications Channel Nonpersonal Communication Channels Personal Communication Channels Step 5. Establish the Budget Competitive Parity Objective Task Affordable % Of Sales Step 6. Decide on Communications Mix Advertising Public, Pervasive, Expressive, Impersonal Sales Promotion Communication, Incenti